Home Care Heritage

Amway's business was founded on the fact that everyone needs to keep things clean, and everyone could use a little help with that. Rich DeVos and Jay Van Andel, co-founders of Amway, set out to create and market the best possible products to meet proven customer needs.

They realised the ideal product was something that everyone needed, all of the time. They wanted something that met a universal need, experienced by people all around the world, so that the business had potential for expansion. Most importantly, they needed a product whose benefits were easy to understand and demonstrate, without the need for complex sales training. That way, anyone could use it – and anyone could sell it. It was clear from the start of their discussions that cleaning products were the answer.

Right from the start, the L.O.C.™ brand reflected the commitment to quality that is the hallmark of Amway products. Its effectiveness was easy for anyone to demonstrate, making it a product that – even today – virtually sells itself.